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CASE STUDIES: Cannabis MSO

Twofold programmatic
strategy wins new
markets while
protecting existing
customers

Cannabis MSO • Seattle & Redmond, WA •90-day programmatic campaign

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Measurable growth on both fronts

A single campaign, two jobs:
win new customers and
protect the ones already won

245%

Return on ad spend across the full
90-day campaign

1M+

Existing customers retargeted to
defend market share
The challenge

Growing new markets without losing ground at home

Multi-state operators face a balancing act that single- location retailers don't. They need to keep winning new customers in every market they enter, while making sure the customers they already have don't drift to a competitor the moment a new dispensary opens nearby.
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This Seattle-based MSO was pushing into the Redmond and Seattle markets at the same time it needed to protect the customer base it had already built. Running one generic campaign across both goals risked doing neither well.

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What the brand needed to solve

Four requirements.
One 90-day Window.

1
Win new customers in the Redmondand Seattle markets
2
Keep the brand top of mind with itsexisting customer base
3
Run both goals in parallel without one cannibalizing the other's budget or
performance
4
Deliver results within a 90-day window on a $10K budget
The strategy

A twofold strategy: prospecting and retargeting in parallel

MediaJel built a twofold programmatic strategy rather than
asingle blended one.

New Customer Acquisition
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Prospecting

Identifying and reaching new, in-market audiences across Redmond and Seattle who hadn't yet engaged with the brand.
Grow the top of the funnel
Existing Customer Retention
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Retargeting

Keeping the brand visible to existing customers through consistent, always-on placements, so brand recall stayed high even as new competitors entered the picture.
Protect the bottom of the funnel
Running both tracks in parallel over a 90-day window let MediaJel grow the top of the funnel
without letting the bottom of it erode.
The results

$10K in.
$24.5K out.

With a $10K budget, MediaJel generated $24,513 in revenue with 306 orders and an average order value of $80, for a 245% ROAS. Retargeting alone reached over 1M users, evidence the “protect what you have” half of the strategy was working at real scale alongside new customer acquisition.

$24.5K
Revenue
306
orders
$80
Average order value
245%
ROAS
1,002,112
Users retargeted
.08%
CTR
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What this campaign proved

Expansion and retention
can work together

1
Retargeting can operate at real scale, even on a modest budget.
2
Prospecting and retargeting can run in parallel without one diluting them other's performance.
3
Multi-market expansion doesn't have to come at the cost of retention.
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Protect your market share while you grow

This case study shows how a twofold  programmatic strategy can win new customers and defend existing ones at the same time, without sacrificing ROAS on either side.

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